"The standout change in iOS 26 (note: Apple seems to have changed the numbering system to indicate the year the update will take broad effect) is the introduction of an "Unknown Sender" filter for SMS messages. Early indications suggest it will function like Apple Mail's Promo tab, which pushed email messages from unrecognized senders out of the primary inbox view."
"That's a significant issue for brands still leaning on broad, non-personalized SMS campaigns. According to my agency's research, most consumers (even loyal ones) don't save brand numbers as contacts, meaning many messages risk being filtered. What to expect (and when) The official iOS 26 launch is expected this month, with adoption likely to ramp through the fall. Based on past rollouts and the numbering change I mentioned above, it will be the dominant Apple OS well into 2026."
iOS 26 introduces an 'Unknown Sender' SMS filter that can move messages from unrecognized numbers out of the primary messaging view, mirroring Apple Mail's Promo behavior. Many consumers do not save brand numbers as contacts, so broad, non-personalized SMS campaigns face a high risk of being filtered and losing visibility. The launch is imminent and adoption will grow through the fall, likely making iOS 26 dominant into 2026. Key uncertainties include filtering strictness, user setting changes, and the share of marketing messages affected. Brands should prioritize personalized, time-optimized SMS and prompt users to save or mark numbers as known.
Read at MarTech
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